خوش پوشی معاصر: ویژگی های رفتاری مصرف کنندگان مرد کره ای در فروشگاه های مولتی برند مد و مغازه های خیاطی  Contemporary dandies: The behavioral characteristics of Korean male consumers in fashion multi-brand  stores and tailor shops

1. Introduction The South Korean fashion market has long been regarded as a test market for many top global fashion brands. Now, Korea’s fashion market has reached maturity, with a number of different brands in competition with each other (Jin, Kandagal, & Jung, 2012). As Korean consumers’ demand for high quality branded products continuously increases, traditional retailers seek unique imported brands for their selective consumers (Jung, 2012; Lim, 2011). In particular, the male fashion market for branded apparel products has grown noticeably over the past decade, and leading retailers and national apparel brands have made considerable efforts to satisfy the increasingly diverse desires of Korean male consumers (Kim & Park, 2016; Hwang, 2010). Some leading national brands employ a multi-brand strategy for their retail stores (Kim, 2008), offering not only their own products but also imported or domestic designer brands that fit their brand concept and provide variety to the customers (Eom & Pyo, 2014; Jung, 2012, Kim & Kim, 2004; Kim & Park, 2016; Kwon, Chang, & Kim, 2010). Another trend is the increasing demand for custom-made suits. More Korean male consumers prefer buy suits customized to their taste and lifestyle at tailor shops rather than buying ready-made suits (Jung, 2013; Kim, 2011; Kim & Lee, 2015; Park, 2010). Contemporary Korean male customers’ behavioral characteristics are similar to the European dandies in the late 18th Century in many respects. In addition to their strong interest in fashion and grooming (Breward, 1999, 2000; Lee & Lee, 2013; Sung, 2009), these male consumers consider appearance and style to be an indication of social competency, defy popular trends (Jung & Lee, 2011; Lertwannawit & Mandhachitara, 2012; Levíllain, 1991; Stokburger-Sauer & Teichmann, 2013), approach fashion from academic and theoretical stances, and maintain their own meticulous and detailed rules about what defines a stylish appearance (Breward, 1999, 2000; Levíllain, 1991; Walden, 2002). In this sense, analyzing contemporary Korean male consumer behavior based on dandyism as an analysis framework may help to understand this new consumer culture.